Don Novello: The Lazlo LettersMy dad was in advertising, and he would uncontrollably laugh while reading this book that. In many respects, Lazlo was the first "citizen's journalist" or blogger for that matter. His CGM was all about experiences with companies, brands, or VIPs. (*****)

Seth Godin: All Marketers Are LiarsI'm a huge fan of Seth Godin, but this one was just OK. I probably read it with a higher set of expectations that the book would be a bit more critical of the marketing industry. It's hard to disagree with the core premise of authentic story telling, but some of his points overstated the obvious (**)

My Online Status

May 14, 2010

My column in Ad Age today takes on a topic that may well be the title of my next book: Defensive Branding. Defensive branding, I note, is "protecting and defending brand equity and
reputation in an increasingly consumer-driven environment. Think media
planning plus actuarial viral risk management." Here are some excerpts:

"The logic goes something like this: Sandbag before you sell. Protect
before you promote. Defend before you dance. Self-critique before you
self-destruct.

"Folks, we're vulnerable. Our Achilles Heel just moved up to our chest.
Indeed, beware exuberant social-media pontificators bearing gifts. This
stuff is hard, and often it blows up in our faces. The digital landscape
is littered with social-media roadkill. I've been in the
brand-monitoring business since 1999, witnessing what the late Dr. Carl
Sagan might have referred to as "billions and billions" of online
conversations. It's not all good.

"It's not like the negativity dissipates or blow away. Wikipedia and
search results never forget brand screw-ups or stumbles. Media
reporters, now fortified by social-media tools themselves, regularly
source scoop from a cheat sheet of tweeters, bloggers and article
commentators. Often, they know things about our brands before we do.

"...it's not that we can't win, but we might be best served by first
fortifying the defense and sharpening our brand radar. Listen first,
answer next, engage last. Rein it in, folks. Know your vulnerabilities
and assume the worst. Think like your worst critic. Heck, put your own
products and service to the "torture test" before other consumers do it
for you.